Linköping University SE-581 83 Linköping, Sweden
Spring 2019 | ISRN-nummer: LIU-IEI-FIL-A--19/03046--SE
Reaching Generation Z
A qualitative study examining marketing
communication channels for targeting Generation Z
to establish brand awareness
Erik Bäcklund
Martin Kagstedt
Acknowledgements
Throughout the entire process of conducting this study, there have been several people that have provided us with valuable input and feedback whom we would like to express our gratitude towards.
First and foremost, we would like to thank our supervisor who has dedicated his
experience and time to help us overcome challenges along the way. We would also like to thank our respondents for their active participation, both in interviews and through answering the survey. Finally, we would like to thank all of the opponents for providing us with relevant input and constructive criticism during each seminar helping us to refine our thesis.
This study would not have been possible to conduct without your help, thank you!
Linköping, 27 maj, 2019
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Abstract
Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. More specifically, this study focuses on which communication channel that is best suited for establishing brand awareness for this generational cohort. Hence, the purpose of this study is to explicitly analyse the linkage between these variables and provide a guideline for companies targeting Generation Z. To obtain a deeper understanding, previous research has been reviewed and an extensive data collection has been conducted including two methods; interviews and a survey to obtain empirical evidence and valuable insights. The qualitative data was of main focus while the quantitative data gave more of an overview.
By combining and evaluating the empirical findings in relation to previous research and theory we could identify patterns and relationships that eventually led to the conclusion and final results of this thesis. The initial results concluded from this study underlined the importance of brand awareness since it was the first step for the purpose of inducing purchases. In addition, the results also highlight the importance of building upon brand awareness to establish brand liking as it will provide for the increase of purchase intention. For establishing brand awareness when targeting Generation Z, Instagram is a means of preference and should be considered as part of a mix of various communication channels in using integrated marketing communications.
Keywords: Generational Cohorts, Generation Z, Communication Channels, Integrated
Marketing Communications, Consumer Behaviour, Hierarchy of effects model, Brand Awareness, Brand Knowledge, Brand Liking, Purchase Intention.
Table of content
1. Introduction 1
1.1 Background 1
1.2 Problem discussion 2
1.3 Problem definition 4
1.4 Purpose and research question 4
1.5 Limitations 5
2. Theoretical framework 6
2.1 Consumer behaviour 6
2.2 Advertising 10
2.2.1 Traditional marketing communication channels 11 2.2.2 Social media marketing communication channels 12
2.3 Marketing communication channels 13
2.3.1 TV 13 2.3.2 Billboards 13 2.3.3 Newspaper 14 2.3.4 YouTube 14 2.3.5 Facebook 14 2.3.6 Instagram 15
2.4 Integrated marketing communications 15
2.5 Generational cohorts 16
2.5.1 Generation Z 17
2.6 Theoretical synthesis 19
3. Methodology 21
3.1 Abductive research approach 21
3.2 Cross-sectional design 22
3.3 Data collection 23
3.3.1 Review of earlier research 23
3.3.2 Survey 24
3.3.3 Interviews 24
3.3.5 Operationalization 26
3.4 Sample 27
3.5 Reliability and Validity of data collection 28
3.6 Ethics 29
3.7 Method of data analysis 29
3.8 Conclusion of research method 30
4. Empirical findings 32
4.1 Survey 32
4.1.1 Background findings 32
4.1.2 Consumer Behaviour 32
4.1.3 Communication Channels 33
4.1.4 Traditional marketing & Social media marketing 34
4.2 Interviews 35
4.2.1 Background findings 35
4.2.2 Consumer Behaviour 35
4.2.3 Traditional communication channels 40
4.2.4 Social media communication channels 41
4.2.1 Marketing communication channels 42
4.2.5.1 Television 42 4.2.5.2 Billboards 44 4.2.5.3 Newspapers 45 4.2.5.4 YouTube 45 4.2.5.5 Facebook 47 4.2.5.6 Instagram 48 4.2.6 Concluding Questions 50 5. Analysis 51 5.1 Consumer Behaviour 51 5.1.1 Brand Awareness 53 5.1.2 Brand Liking 56
5.2 Traditional Marketing Communication Channels 56
5.4 Communication Channels 59 5.4.1 Television 59 5.4.2 Billboards 61 5.4.3 Newspapers 61 5.4.4 YouTube 62 5.4.5 Facebook 62 5.4.6 Instagram 63
5.5 Integrated Marketing Communications 64
6. Conclusion 66
6.1 Research questions being answered 66
6.2 Theoretical implications 69 6.3 Managerial implications 69 6.4 Limitations of study 70 6.5 Future Research 70 7. References 71 7.1 Articles 71 7.2 Books 76 7.3 Electronic sources 78 8. Appendix 81 8.1 Interviews 81 8.2 Survey 83
1. Introduction
In the introducing chapter a background to the research problem is provided, which is discussed and subsequently defined. The chapter is concluded by a specification of the purpose, research questions and limitations.
1.1 Background
To remain relevant for customers in today's competitive and globalized world, it is seen as crucial for companies to allocate time and resources on trying to reach out to customers (Ammari, 2018). When recognized, “the benefits of raising awareness, acquiring leads,
developing research data, receiving customer feedback, reviews, testimonials and positioning your brand as a voice of authority are often immeasurable” (Ammari, 2018,
P. 1). In Sweden, companies have allocated a vast amount of resources on influencer marketing, more precisely, 660 million Swedish crowns in 2017 alone (IRM, 2018). Worldwide, approximately 500 billion Euro have been invested in marketing annually, both offline and online (Ibid).
Several factors need to be considered when designing an effective marketing strategy, including how and when a product or service is presented, priced, where and to whom it is directed, and which communication channels to use (Carson and Gilmore, 2000). The two last-mentioned, i.e. which communication channels to use for a certain target group, have received a lot of attention in earlier research both due to its complexity and its importance for the effectiveness of marketing strategies (Erevelles, Fukawa and Swayne, 2016). Another explanation for the recent focus on communication channels is linked to the advancement and progression of technology (Ibid). This has led to new marketing opportunities (Ibid) and challenges, mainly connected on how to reach upcoming targeted customer segments (Salfino, 2018), and how to establish brand awareness (Ammari, 2018; Serpa, 2018).
One such upcoming customer segment is the most recent generation, born in 1997 and after, also known as generation Z (Pew Research Center, A, 2019). Generation Z are therefore becoming an increasingly important target group for many companies (Serpa, 2018). Salfino (2018, p. 1) cited a study conducted by The Center for Generational Kinetics (2018) that; “...measured Gen Z consumers age 13 to 17 and found that more
than 90 percent of advertising impressions missed their target”, presenting one of the
many marketing challenges of today.
Raised in what is considered as an insecure and unstable era, shaped by a volatile climate and financial crisis, generation Z is seen shaped by other factors than previous generations (Serpa, 2018). Examples of factors impacting this generation’s attitudes and values include years of birth, events that occurred during their upbringing and various social structures during this time (Yigit and Aksay, 2015). In addition, this generation is born into a social media world, where online interactions serve a higher purpose than real life connections regarding both information search and communication (Serpa, 2018). The differences for generation Z regarding values, attitudes and technology advancements is likely to have an impact on the consumer behaviour and therefore it will lead to market changes (Ibid).
1.2 Problem discussion
McCarthy (1960) argues that once the targeted consumer group’s preferences have been thoroughly analysed, an effective marketing strategy can be developed based on a combination of available resources. However, the number and the mix of potential strategies that can be deployed are limitless, complicating matters. To streamline the process of designing an effective marketing strategy, McCarthy (1960) developed a well-known framework around promotion, tackling issues regarding “sales promotion, advertising, and the development, training and utilization of a sales force” (McCarthy, 1960, p. 47). The marketing possibilities, however, have increased massively following technological advancements and the emergence of new means of communication (Erevelles, Fukawa and Swayne, 2016).
A key aspect of modern marketing is choosing which communication channel to market through (Williams and Page, 2011). Williams and Page (2011) argue that when choosing which marketing communication channel, one should consider various factors of the targeted consumer such as sex, income, preferences, and age. Deciding what communication channel or channels to market through is even more complex than before considering the large number of new marketing communication channels (Ibid). Generally, brand awareness is a key indicator in which could be a measurement for the
success of a marketing campaign (Leventhal, 2005). In this context, Bruhn, Schoenmueller and Schäfer (2012) discuss the creation of brand awareness and brand equity in traditional marketing communication channels and social media marketing communication channels, which are used to establish brand awareness and is connected to purchase intentions. Additionally, the communication within the various communication channels differ between traditional channels and social media affecting these variables in diverse ways (Ibid). The differences in communication in the two settings is said to be a result of customer’s change of strategies to search for information. The traditional setting will give the first impression whereas social media channels is a way for customers to search even deeper for information, e.g. from peers (Ibid).
Uribe (2015) argues that using traditional marketing communication channels, especially television, represents one of the most effective strategies to raise brand awareness. However, traditional media is costly and as it is targeting the greater mass and not personalized, could be a bit off target for some viewers (Kotler et al., 2013). In contrast, Chaffey and Smith (2017) stresses how social media as a marketing communication channel is more effective since the communication between companies and customers, as well as between customers and customers are more intense. This deliver and spread the message in marketing better, hence increasing brand awareness. In addition, according to Serpa (2018), the use of social media platforms for companies to establish brand awareness is a critical area to focus on, and perhaps mainly for enhancing the ability to reach them effectively with marketing campaigns. Simultaneously, Todor (2016) discuss issues with social media marketing, suggesting that there is a lack of trust among the users due to many cases of deceptions regarding virtual promotions. Moreover, measuring the impact of digital campaigns has proven to be tricky in comparison to traditional marketing methods. Thus, Todor (2016) argues that marketing through traditional communication channels are to be preferred due to higher level of trust, faster results (may produce more rapid and effective results when advertisements are placed strategically well), and higher longevity (Ibid).
To further complicate matters, Generation Z, who are entering marketplaces and becoming increasingly central for marketers, need to be addressed (Serpa, 2018). As previous research is lacking on how to address Generation Z, marketers lack expertise on how to advertise to them effectively, as they have different aspirations, are motivated by
different factors, and differ from previous generations (Kupec, 2017; Williams and Page, 2011). Thus, existing strategies regarding which communication channels to market through are becoming obsolete as they might not be relevant for Generation Z (Kupec, 2017).
Generation Z is characterized by attributes regarding demographics, values and experiences, which Williams and Page (2011) argue are influencing their consumer behaviour and their impressions of marketing. Since individuals in this range of age has grown up in a period where concerns and issues have been a major topic and a social influence, e.g. concerns as the wildfires in Sweden (The Guardian, 2018), in California (Nicas and Fuller, 2018) and the MeToo movement (MeToo, 2019), incidents such as these are affecting their perception of how to live and consume (Singh and Dangmei, 2016). Furthermore, Generation Z also possess collective traits which mean that these individuals have an urge to fit in. Hence, Williams and Page (2011) argue that product placement in traditional medias such as on television that are directed to this generation is effective. In contrast, Spears, Zobac, Spillane and Thomas (2015) mean that Generation Z always have had the ability to obtain information easily using the internet and been in connection with others through various online channels such as social medias. Thus, as the major source of communication occurs online, marketing strategies should arguably consider this (Ibid).
1.3 Problem definition
As outlined in the problem discussion, earlier research provides various arguments regarding the choice of marketing communication channels for establishing brand awareness. When discussing choice of communication channels in relation to Generation Z, however, previous research is lacking in content. The commercial footprint of generation Z will continue to evolve as they enter marketplaces over the coming years. Consequently, there is a need to complement previous research and existing conclusions must be re-confirmed.
1.4 Purpose and research question
In accordance with the identified research problem, the purpose of this study is to provide a deeper understanding of the characteristics of Generation Z in relation to various
marketing communication channels for establishing brand awareness. More specifically, we will examine which channel(s) are best suited for establishing brand awareness with this generational cohort and therefore has the highest potential to induce purchase. To fulfil our purpose, we will aim to answer the following research questions;
- Which communication channel is best suited for establishing brand awareness
when targeting Generation Z?
- How can the various communication channels be used for building upon brand
awareness when targeting Generation Z? 1.5 Limitations
We have limited the study to Generation Z and more specifically, to people born between 1997 and 2003 as they will gradually be entering workplaces and thus increasingly relevant for marketers as their purchasing power increases. Additionally, we have limited the study to traditional marketing communication channels and social media marketing communication channels, more specifically; Television, newspapers, billboards, YouTube, Instagram, and Facebook.
2. Theoretical framework
In the theoretical chapter, a presentation of different concepts and previous research relevant to the study is given. The concepts and theories include consumer behaviour, marketing, traditional marketing, social media marketing, communication channels, integrated marketing communications and generational cohorts mainly focusing on Generation Z. The connection between these is lastly displayed in a theoretical synthesis that was used for the analysis of this paper.
2.1 Consumer behaviour
A central theme for marketers and researchers of marketing is the field of consumer behaviour, a theme of great magnitude covering a lot of ground (Solomon, Bamossy and Askegaard, 2006). Accordingly, it is a term that is difficult to define. The American Marketing Association defines consumer behaviour as; ”the dynamic interaction of affect
and cognition, behaviour, and the environment by which human beings conduct the exchange aspects of their lives” (Ekström, 2010, P. 32). Khan (2007), further simplifies
the definition of consumer behaviour as the several decision-making processes involving procuring, appraising, using, and finally disposing a good or service. Khan (2007) demonstrates the entire process and the forming of consumer behaviour in detail (Figure 1). The figure displays how consumer behaviour does not only involve the process of purchasing a good or service, but how it starts much earlier, in the mind of the consumer (Khan, 2007).
The circle in figure 1 presents the lifestyle of consumers that are affected by different factors, internal and external, which all shape the attitudes and needs of consumers (Khan, 2007). Based on these internal and external factors, consumers react in a specific manner affecting their decision-making process. This process is illustrated in the square, which includes; problem recognition, information search, evaluation and selection, outlet selection and purchase, and eventually the post-purchase process (Ibid). However, Solomon et al. (2006) provide an opposing view, stating that consumers do not always go through this entire decision process and often the purchase behaviour is conducted spontaneously without prior planning and consideration.
Nonetheless, when being faced with a purchase decision, consumers often engage in internal searches where they access their own memories and experiences to gather information (Solomon et al., 2006). It is partly based on previous experiences, but also by simply being part of the consumer culture. It is common that consumers in a certain time of their life have been exposed to incidental learning. This occurs when consumers are being exposed to advertising through one mean or another, acquiring information passively that is then being stored and taken into consideration for the purchasing decision (Ibid). Building up familiarity and awareness is consequently a central aspect for many marketers who are actively engaging in activities to establish and maintain awareness of their brand and products (Ibid). Romaniuk, Wight, and Faulkner (2017) define brand awareness as the extent to which consumers can identify and reminiscence that a certain brand resides to a particular category of products. This involves everything from being able to recall the name of a brand to being able to recognize symbols, logos, and so forth (Hoeffler and Keller, 2002). As mentioned earlier, brand awareness results in having a significant impact on the consumer’s decision-making as it is normally used as a decision heuristic (Hoyer and Brown, 1990; Clark, Doraszelski and Draganska, 2009). Consequently, a well-known brand has an elevated chance of being selected over an unknown brand, contributing to the enhancement of purchase intention (Ibid). Edelman (2010) argue that it is in the marketers’ best interest to establish brand awareness as we live in a time where customers gather much of their information of different products and services through online communication channels. Thus, it is crucial that consumers can instinctively recall a certain brand, even though they are unable to see it physically (Edelman 2010), and as the chance of a consumer purchasing a product or service is higher if they are familiar with the brand (Hoyer and Brown, 1990; Clark, Doraszelski
and Draganska, 2009). Kuhn, Alpert and Pope (2008) further explain how the establishment of brand awareness requires consumers to know what needs are fulfilled by the brand and in which product category the brand belongs.
Once brand awareness is established, consumers may gain brand knowledge. Keller (1998) depict how brand knowledge consist of seven dimensions; awareness, attributes, feelings, images, thoughts, benefits, experiences and attitudes. Unlike brand awareness, brand knowledge involves the possession of declarative (involving e.g. knowledge of the meaning of the brand) and procedural information (information regarding brand usage for instance) related to the brand (Brucks, 1986). The possession of brand knowledge may further enhance the purchase intention among consumers (Hui, 2010). Furthermore, following the establishment of awareness and knowledge regarding a certain brand, affective commitments are established resulting in individuals developing tendencies to behave consistently in either a favourable or unfavourable way towards a brand (Lutz, 1985). Establishing a favourable sense towards a brand is a key aspect as “a core
assumption in marketing research is that consumers tend to buy brands and products that they like” (De Houwer, 2008, P. 151). There is a general lack of prior research regarding
brand liking, and ergo lacks a definitional clarity regarding the term (Haefner, Deli-Gray and Rosenbloom, 2011). In this context, Boutie (1994, P. 4) defines the term brand liking as a “positive attitude toward a brand based on the belief that it cares about them (or
Lavidge and Steiner (1961) developed a theory based on the above-mentioned factors as part of the decision-making process, the Hierarchy of effects model. This model include six steps, ranging from awareness of a brand or product to, eventually, the purchase decision (Figure 2).
Figure 2: The Hierarchy of effects model (Own illustration of Lavidge and Steiner, 1961)
Lavidge and Steiner (1961) further divide these six steps into three subgroups;
- The cognitive component, where awareness is first established regarding the product or brand (Think).
- The affective component, where preferences and liking are established (Feel). - The conative or motivational component, which involves conviction of a purchase
(Do).
With basis on the Hierarchy of effects model, marketers tend to design and adopt their advertisements differently in relation to the different steps and are designed with the intention of moving up the ladder (Lavidge and Steiner, 1961). When first launching a new product, marketers tend to put emphasis on the initial steps, aiming to establish awareness and communicated knowledge regarding their product or brand. As time progresses, advertising emphasis advances through the steps, eventually leading to the final step, attempting to induce purchase (Ibid). Vakratsas and Ambler (1999) argue that earlier stages have a stronger impact on consumer’s decision making in a persuasive
model such as the Hierarchy of effects model, implicating the importance of creating and maintaining brand awareness to initiate the process. There are several types of the Hierarchy of effects models that have been circulating for a long time, including the AIDA model (Copley, 2015), which was developed by Lewis in 1899. Since the initial model, there have been several alterations and modifications made to the Hierarchy of effects models including different starting and ending points, varying phases of communication, and so on (Jones, 1986). Thus, in this study, the Hierarchy of effects model developed by Lavidge and Steiner (1961) will be of focus and applied to further scrutinize the establishment of brand awareness for Generation Z.
2.2 Advertising
A central aspect of marketing is advertising (Kotler, Armstrong and Piercy, 2013), which is defined as a “structured, paid, and non-personal form of communication designed to
disseminate information about goods, services, and ideas in a creative and persuasive manner” (Uribe, 2015, P. 1). When constructing an advertising strategy, there are two
key elements involved; creating an advertising message and selecting which media that should be used to transmit the message (Kotler et al., 2013). Historically, emphasis have been put on phrasing the message, with choosing the media being the secondary step (Ibid). However, due to an increased number of communication options, the emphasis and importance have shifted to the choosing of which media to advertise through (Ibid). The media landscape can be divided into two larger groups, traditional communication channels (Kumar, Choi and Greene, 2017) and social media communication channels (Charlesworth, 2015).
2.2.1 Traditional marketing communication channels
Traditional marketing occurs offline, e.g. through television, billboards, print, magazines and sometimes directly to the customer in real life to establish brand and product awareness (Kumar, Choi and Greene, 2017) and that “stimulates need recognition and
initiates consumer information search” (Dinner, Van Heerde and Neslin, 2014, p. 540).
The various marketing communication channels are diverse regarding their attributes, e.g. information and entertainment, and even though they serve under the same segment - traditional marketing - they can be different (Danaher and Rossiter, 2011).
In many regards, traditional marketing is directed to the mass market, e.g. a TV commercial or an advertisement in a newspaper (Ibid). Furthermore, the overall purpose of traditional marketing is to create brand awareness and to get the attention and gained interest from potential customers, which could be defined as the initiation process of a conversation and engagement of an audience (Kotler, Kartajaya and Setiawan, 2017). Traditional marketing is mainly connected to advertisements, meaning that it is marketing that is purchased and communicated through mass marketing communication channels such as television, billboards and newspapers (Fahy and Jobber, 2012). The purpose of using traditional media is mainly because its broad reach and that the information is usually repeated and do not change facilitating recollection of the message (Ibid). Simultaneously, traditional marketing is mainly based upon demographics and social affiliations to enable segmentation and customer profiling to establish awareness (Scullin, Fjermestad and Romano, 2004).
Advertising in traditional media is also useful for creating legitimacy and establishing brand and product awareness due to the wide spread (Fahy and Jobber, 2012). The main objective for traditional marketing and using advertisements as a form is to create brand awareness and to initiate interactions with potential customers (Uribe, 2015). To make this possible, the interest of viewers of e.g. a television advertisement must be aroused for the intended information and communication to reach the audience (Ibid). As traditional marketing is mainly targeting the greater mass, it is enforcing mass marketing, which makes the content within often general and not customized for each person (Kotler et al., 2013). Marketing in communication channels such as television, newspapers and billboards mainly affect consumers and viewers in two manners, directly through the
communication and information within e.g. an advertisement, or indirectly by initiating an information search process (Kotler et al., 2013).
2.2.2 Social media marketing communication channels
Social media platforms are used by marketers and companies to advertise and interact with existing and potential customers online (Charlesworth, 2015). The marketing options include in-display advertisements where the marketing content is shown in relation to another video, banners, in-stream advertisements where the marketing content is presented as a trailer before the actual video content is shown, company posts, promoted company accounts where companies can pay for the sake of being suggested to users and finally by search engine optimization (Ibid).
Marketing on social media platforms are ways to engage with customers, reaching them and trying to better understand them through interactions (Chaffey and Smith, 2017). This type of marketing is effective regarding communication as it involves both business-to-consumer and business-to-consumer-to-business-to-consumer communication. This enhances the engagement between the company and its customers as well as enhancing the engagement among customers as they can discuss and share their thoughts (Ibid). This communication also increases the ability for companies to establish awareness online as it has a positive effect on search engine optimization and social media optimization (Ibid).
Marketing in social media allow companies to include their customers in the development of their business by customers giving feedback, presenting their needs and also further market the brand by sharing and reviewing (Chaffey and Smith, 2017). Chaffey and Smith (2017, p. 225) define social media as a “digital media which encourage audience
participation, interaction and sharing” where the marketing aspect is described as “both protecting and expanding your brand: Monitoring and facilitating customer-customer interaction, participation and sharing through digital media to encourage positive engagement with a company and its brands leading to commercial value” (Ibid). The
purpose of using social media is to capitalize on customer-to-customer communication and engagements to establish brand awareness and to create a presence online. Some of the most popular and largest social media platforms include Facebook, Instagram (Chaffey and Smith, 2017) and YouTube (Duffett, Petrosanu, Negricea and Edu, 2019).
Within the field of social media marketing, one commonly used strategy by companies to reach their targeted audience is the use of influencer marketing (Hurt, 2017). Influencer marketing is a strategy that utilizes the presence and influence certain personalities have on social media platforms to market their brand using the influencer’s reach and voice to create awareness (Ibid). It is the process of targeting influencers so that they in turn can target their followers (Lagrée, Cappé, Cautis and Maniu, 2018). Two other strategies enrolled in social media marketing other than influencer marketing is search engine optimization (Gudivada, Rao and Paris, 2015) and social media optimization (Sahai, Goel, Malik, Krishnan, Singh and Bajpai, 2018). The former involves marketing where e.g. the company’s name ranks higher than others when searching for the same word relevant to the company (Gudivada et al., 2015). The latter involves and is defined “as
the process of increasing the popularity and awareness of the product in the minds of the people” (Sahai et al., 2018, p. 52). The segmentation process in social media marketing
is regarding customer preferences and how customers behave, mainly online, to customize offerings (Scullin, Fjermestad and Romano, 2004).
2.3 Marketing communication channels 2.3.1 TV
Television as a marketing communication channel can be utilised in two main ways, namely, commercials as advertising and product or brand placement in television programmes (Uribe, 2015). The main incentive of this marketing communication channel reflects the potential large spread of information due to the large audience (Kotler et al., 2013). Further incentives for this type of marketing communication channel involves the effect it has on viewers regarding their senses as they can both hear and see the communication within advertisements (Ibid).
2.3.2 Billboards
Billboards refer to out-of-home marketing, i.e. marketing through an outdoor media (Jun, Bae, Ju and Chung, 2016). This marketing communication channel has been widely used by marketers over a long period of time and is regarded as one of the most effective traditional marketing communication channels in terms of the creation of awareness (Ibid). Furthermore, it has also developed in relation to technological improvements over
time. There are essentially two strategies involved when conducting marketing through this communication channel, non-digital and digital formats, e.g. a poster or in video format (Jun, Bae, Ju and Chung, 2016).
2.3.3 Newspaper
Newspaper is a traditional marketing communication channel which is a form of print advertising (Sridhar and Sriram, 2015) where marketers can purchase coverage to communicate with the audience (Eberl, Wagner and Boomgardeen, 2018). Paid advertising in newspapers is one of the largest traditional marketing communication channels (Pettegree and Der Weduwen, 2018). Advertisements in newspapers is essentially a form of mass marketing and targets everyone reading newspapers, which can be seen regarding the diverse mix of advertisements in this format (Ibid). To some extent, newspapers as a marketing communication channel is attractive for marketers as it allows them to perform segmented marketing through local newspapers (Kotler et al., 2013). In addition, this communication channel delivers value for companies and marketers as the information that is marketed is seen as credible (Ibid).
2.3.4 YouTube
YouTube is an online video sharing platform, which is its main function, albeit, the platform is functioning as a search engine and a marketing communication channel as well (Duffett, Petrosanu, Negricea and Edu, 2019). As a marketing communication channel, YouTube is a multi-option platform where companies can either share video content on their own channels, by video advertising as a commercial on other channels content, with banners and by exploiting search engine optimization (Ibid). As of now, YouTube is the third largest website in the world and it is the largest platform for sharing videos (Ibid). YouTube is said to attract its users by offering its content and membership for free, which could be the reason why over 1.5 million people visit and use the platform each month where the large usage and audience is an incentive for companies to conduct marketing via this platform (Ibid).
2.3.5 Facebook
When discussing social media marketing, Facebook is one of the largest advertising platforms (Sanne and Wiese, 2018). By using Facebook, companies can interact with their
customers in an effective manner since there are a vast amount of data sets regarding demographics and other statistics that are useful for marketers when looking to target a particular audience (Ibid). By advertising on Facebook, companies can use two strategies, namely; organic advertising that is free of charge and paid advertising.
The organic strategy involves posts on the homepage of the company whereas the paid strategy involves advertisements and posts companies pay for (Ibid).
2.3.6 Instagram
Instagram is one of the largest social media platforms regarding sharing of pictures (Colliander and Marder, 2017; Statista, B, 2019). The platform attracts a large audience where the platform had over 600 million active users worldwide by late 2016 (Munoz and Towner, 2017). Instagram presents marketing opportunities in two main ways, namely; brand owned pages and promoted brand posts (Barry et al. 2015).
2.4 Integrated marketing communications
There is no agreed upon definition of integrated marketing communications (IMC) and several of the existing definitions are often contradictory (Duncan, 2002; Kitchen, 1999; Kliatchko, 2008; Schultz et al., 1993; Smith 2002; Shimp, 2003). Keegan et al. (1992, p. 631) define integrated marketing communication as “the strategic co-ordination of all
messages and media used by an organisation to collectively influence its perceived brand value”. As the use of social media marketing communication channels are becoming more
commonly used, today's economic context is becoming more competitive where there is a constant battle to gain customer’s attention (Duralia, 2018). Thus, the use of integrated marketing communication has become increasingly used to create a favourable outlook towards the brand and its offer (Ibid). The above-mentioned factors combined with the fact that today's media and consumers are more fragmented than ever before, are factors explaining the increased popularity of integrated marketing communications (Duralia, 2018; McArthur and Griffin, 1997; Semenik, 2002; Smith, 2002). Today, marketing communication tools that historically have been separated and specialized, need to be integrated, following the IMC concept, as synergy is crucial to reap the benefits from the various facets of marketing communication channels most effectively (Pickton and Broderick, 2001).
2.5 Generational cohorts
There are several generational cohorts that exist today, namely, the Silent generation, Boomers, X, Millennials/Y and Generation Z which are pictured in figure 3 (Pew Research Center, C, 2019).
Figure 4: Generations and Age (Pew Research Center, C, 2019)
The differences regarding age, but more specifically the mindset, opportunities and
prerequisites for each generation have an impact on consumer behaviour, attitudes towards consumption and basic values (Rosca, 2018). There are mainly two qualifications for the separation and division between these various generational cohorts, namely, a qualitative distinction and a quantitative distinction (Ibid). The qualitative distinction between generations is regarding differences in soft
measurements such as values, beliefs, attitudes whereas the quantitative distinction is in regard to age solely (Ibid). When discussing generational cohorts, there are existing stereotypes to each generation. The differences refer to certain agendas individuals in a generation have, how they communicate with each other and how they perceive
communication in general (Stanton, 2017). All these factors are consolidated from individuals in separated groups that have gained experience from certain events reflecting economic, cultural and political occurrences (Liang and Xu, 2016). As the individuals in a cohort ages, they will also continuously experience the same events
throughout life, hence affecting them similarly regarding these soft measurements and behaviours (Ibid). These are the basic factors that will create and enhance the identity of a generational cohort, which also is the reason why various cohorts can be separated (Ibid).
When trying to understand individuals, e.g. in a specific generation, different perspectives and comparisons to contraries are useful and even necessary (Parment, 2016). Regarding generations, each individual is included in one of the existing cohorts and their inhesion is based on assembled factors that they have in common (Ibid). By considering these factors, such as societal events, values, communication, political factors and even global occurrences - the understanding of individuals and generational cohorts become clearer (Ibid). Furthermore, as generational cohorts are somewhat defined upon the basis of previously mentioned factors and collective traits, age becomes a variable of definition as well (Ibid). As individuals enter their most
formative years at the age of 16 and exit at 24, individuals in the same age ranges form cohorts naturally from that perspective (Ibid).
In relation to marketing, generational cohorts and especially the understanding of them is a profound benefit if obtained (Parment, 2013). Being able to identify and understand generational cohorts as homogenous groups could essentially mean that marketing strategies and offerings could be assembled accordingly in a standardized manner. This could result in homogenous responses, e.g. same positive outcome at each point of contact, which are beneficial for companies as the complexity generated from diversity can be lessened (Ibid). Hence, profound segmentation based upon generational cohorts is advantageous in marketing and retailing (Ibid). The next section will provide a theoretical understanding and overview of the generational cohort that is the focus of this study, namely, Generation Z.
2.5.1 Generation Z
As generations are most commonly separated by age, Pew Research Center (A, 2019) has divided Generation Z as individuals born in 1997 and later (see also Schwieger and Ladwig, 2018; and Singh and Dangmei, 2016).
To understand this generation’s characteristics, one must first look at the environment these individuals have been brought up in that has formed their basic attitudes and beliefs (Schwieger and Ladwig, 2018). This generation’s environment has been shaped by
“political tension, violence and societal instability post-9/11. Gen Zers have never known a world in which they could not instantly connect and have information and communication channels immediately at their fingertips” (Schwieger and Ladwig, 2018,
p. 46). Such environmental and societal events are all factors that have affected the characteristics of this generation and what they expect from their peers (Ibid). These expectations are mainly noticed in workplaces, e.g. what individuals included in Generation Z expect from employers, managers and co-workers. Some of these expectations and criteria include the need for respect, transparency in communication, ethical behaviour from people in their surrounding and equal opportunities as their peers (Ibid). Regarding consumption and this generation’s behaviour towards purchasing, these individuals appreciate efficiency and customization, which is why they appreciate online retailing (Ibid). Generation Z and the individuals within, appreciate relationships both with other peers and with companies, therefore it is argued that companies could enhance the relationship-building by using interactive marketing with the option to directly communicate with the brand and to use storytelling to build their brand image (Ibid). The characteristics of the individuals included in Generation Z are described as very diverse, although they are also strongly characterized by their upbringing affected by the heavy usage of digital components and platforms within the online environment (Mohr and Mohr, 2017). Individuals included in Generation Z are further described as collectivists, meaning that the group aspect is central in this population’s lives (Mohr and Mohr, 2017). A study conducted by the Pew Research Center (B, 2019), enhances this explanation regarding Generation Z from the perspective of diversity and collectivism. What is important for this generation is social questions, issues and attitudes that are mainly connected to the climate and human equality (Ibid). Which is why the environmental aspect is of importance when discussing a generation (Ibid) and to acknowledge the underlying factors of behaviour (Carter, 2018). Additionally, as individuals born in this era have been present online and connected through social media during most of their upbringing, this aspect becomes important when describing these individuals as it has helped to form this generation as well (Ibid). When discussing the aspect of connectivity, technology and being present online, the differences are not that
extensive when comparing Generation Z to the prior generation, albeit the incorporation of such components differ as the everyday usage is higher for individuals included in Generation Z (Schwieger and Ladwig, 2018).
Due to the consistent access to internet and mainly search engines that enhances the speed of obtaining information, Generation Z “place a priority on how fast they can find the
right information, rather than on actually knowing the right information.” (Schwieger
and Ladwig, 2018, p. 48) which is why brand awareness becomes interesting to study. To somewhat summarize or, pinpoint, the characteristics of Generation Z, Schwieger and Ladwig (2018, p. 48) list the main points as “They value hard work that is duly rewarded.
They are independent, resilient and realize they must work hard to achieve. They value trust, fairness, loyalty and respect from their employer. They are ambitious, self-starters and entrepreneurial. They are creative and appreciate personalization. They plan for the future and are willing to learn on their own.” Due to the entrepreneurial mindset and
self-achieving tendency, which is a result of seeing prior generations find own paths to making money, individuals of Generation Z are set to be more financial aware than the prior generation (Carter, 2018).
2.6 Theoretical synthesis
When analysing and collecting data we have used a theoretical framework manifested in the proposed synthesis (See figure 5). The model considers traditional marketing
communication channels (TV, newspapers, and billboards) and social media marketing communication channels (Facebook, Instagram, and YouTube). The integration of the above-mentioned communication channels go under integrated marketing
communications. Furthermore, there is a relation between brand awareness, brand liking and purchase.
This theoretical synthesis has been used for the analysis where we have examined the relationship between the aforementioned variables. More specifically, which
communication channel that is best suited for establishing brand awareness and building upon it when targeting Generation Z.
3. Methodology
This chapter discusses the methodological strategies used for this study including the research approach, the research design, data collection methods, sampling, quality of research, ethics, method of data analysis and a brief conclusion and connection of and between the methodological decisions.
3.1 Abductive research approach
When conducting a study there are several research approaches available to follow, namely; deduction, induction and abduction (Bryman and Bell, 2011). These approaches are regarding the relationship between existing theory and the data collection from a study that is being conducted (Ibid). A deductive approach is described as a relationship that starts from existing knowledge, theory, which is used to form hypotheses that is then either supported or rejected by the empirical findings. Furthermore, the relationship is based on that theory and the constructed hypothesis will create the path of the data collection (Ibid). In contrast, an inductive approach is referred to a process where the relationship between theory and empirical findings that is more elastic and flexible, not following and starting from theory as much as a deductive approach (Ibid). By using an inductive research approach, researchers can change their path depending on new findings and new theory derived from new strategies involved in the data collection (Ibid). Furthermore, an abductive research approach refers to the combination of the deductive and the inductive research approach and is, according to Dudovskiy (2018) like puzzle-building. Dudovskiy (2018) states that an abductive research approach fixes the issues with deduction and induction in providing the whole picture of a phenomenon and the lack of evidence for choosing theory when assembling hypotheses. Therefore, we have used an abductive research approach for this study with an examining angle to answer our research questions. Furthermore, we have chosen this research approach since we wanted to further explain a phenomenon that cannot be explained to the extent necessary at a current stage by existing theory. Existing knowledge only briefly described and explained it and did not show the connection between Generation Z and which communication channels that is best suited regarding brand awareness. In addition, by using an abductive research approach it enabled us to use data from two collections to investigate the targeted population. By combining the two data sets, it enhanced our
ability to more effectively answer our research question as the two collections complemented one other. As we gathered answers through two means; interviews and a survey, and had 10 interview respondents and 70 survey respondents, it presented us with the opportunity to compare the findings. While comparing the findings and matching them against each other, we could identify patterns and objectives that were interesting and useful for this study. Therefore, the abductive approach was beneficial for us as we could use the strategy of puzzle-building to obtain value from the various data sets. 3.2 Cross-sectional design
The research design of a study involves how and when the data collection takes place and what variables that are included when investigating a research problem (Bryman and Bell, 2011). There are two such designs that can be conducted, cross-sectional design and case-study design. Cross-sectional design refers to data collection and the process where there are two or more cases involved and at one determined point in time where two or more variables are measured (Ibid). By conducting a cross-sectional design, the focus lies within finding variations and patterns between the different cases and variables, and to find a representation of the phenomenon that is being examined (Ibid). Furthermore, as this research design was regarding an investigation at one single point in time, four weeks of conducting interviews and collecting data from a survey, it was suitable for mapping the phenomenon at that exact time (Ibid). Regarding the data sets that have been collected, it is of importance that it can be standardized (Ibid). The standardization was enabled due to a predetermined set of interview questions that each interviewee answered and a structured survey with no open ended questions that were the exact same for each respondent. Overall, the main object of conducting a study using this research design is to find patterns between variables that are measured, hence, collecting data from surveys and interviews are commonly used (Ibid).
Case-study design on the other hand refers to the investigation of just one sole case. The purpose of investigating only one sole case is usually the complexity and width of it, and when investigating, the researcher’s purpose is to explain and understand the phenomenon by using its context (Ibid). In this study, a cross-sectional design has been conducted. The purpose was to find patterns between different variables, Generation Z, Communication Channels and Brand Awareness that was correlated with Brand Liking
and Purchase Intention. The various cases that were investigated were individuals within Generation Z and the goal was to find patterns between the variables in the setting of the population. As we gathered data from two means - interviews and a survey - we were able to answer questions that had been structured in relation to relevant theories that enabled us to identify and analyse potential patterns that arose.
3.3 Data collection
Regarding data collection for this study, we combined two diverse data collection methods in the form of primarily conducting interviews with participants belonging to Generation Z and through an online survey. A smaller selection of interviewees participated, where questions similar to the survey were asked, although with a more open-ended approach. When doing so, in accordance with Rossman and Wilson (1985), we used the more elaborate data from the interview collection to assemble information and an understanding of the research objectives that enabled a better elaboration of the more numeric data that was collected from the survey. Therefore, we chose to conduct our investigation using both methods, since it provided an even more in-depth understanding of the phenomena, a more accurate representation of the population and a better answer to our research questions. The following step after the data collection, from the interviews and survey, was that we interpreted and analysed the findings. Moreover, we gathered data for the theoretical framework, where the data collected was in the form of secondary data. Based on the secondary data, we structured an interview guide and survey questions that were the basis of our own data collection of primary data that was combined with secondary data for the analysis.
3.3.1 Review of earlier research
As an initial step, we conducted a literature review of scholarly articles, books and other sources relevant to both Generation Z, advertising and consumer behaviour, mainly regarding brand awareness and communication channels. By doing so, we provided a structured description, summary, and critical evaluation of these works to date. More specifically, the literature review was designed to provide a schematic overview of the sources we explored while researching this topic that enabled for a theoretical basis in producing a solid understanding for companies that are targeting the population of Generation Z with marketing to establish brand awareness.
3.3.2 Survey
Surveys are in general used to examine a targeted population, to gather information about demographics, general characteristics, opinions and beliefs, to get results from the respondents belonging to the certain group (Moser and Kalton, 1971 in Bell, 2010). The targeted group that answers a survey is a sample of the total population that is being examined and therefore function as a representative group (Ibid). To get result from the survey, the same questions were asked to all respondents so that the structure was the same for every participant, thus standardized, and so that the results and answers could be analysed in the same manner (Ibid). According to Bell (2010), it is of great importance when conducting a survey that the researcher finds an actual representative group, which will enhance the reliability of the sample group as it can represent the total population. In this study, the survey was conducted in order to complement the findings from the interviews that were more extensive and in-depth. The purpose of this was to partly have more data to rely on for the analysis and partly because of that we wanted to see if there were any differences between the two data sets or if they agreed with one another. Furthermore, the survey functioned as a mapping of the respondents giving an overview of their attitudes and beliefs towards the subjects investigated.
3.3.3 Interviews
We conducted interviews to gain a better understanding and deeper insights of what was examined and to explain the motivations and answers from the survey more in-depth. An interview is performed to evoke information from the interviewee (Bryman and Bell, 2011). The aim of conducting an interview is to elicit information regarding behaviour, attitudes, norms, beliefs, and values of the interviewee or her perception of others (Ibid). There are several different types of interviews depending on the nature and degree of strictness of the interview. Moreover, the number of interviewees and interviewers can vary and depending on the choice, the outcome may differ (Ibid). In this study we conducted a semi-structured interview. Although its composition was similar to a structured interview as the we had a list of predetermined questions all related to the topic and was used as an interview guide - but with available flexibility in how to reply and the ability to ask follow-up questions (Bryman and Bell, 2011). The aim was to interview one
interviewee at the time to avoid any external influences. We aimed to be two interviewers involved as we wanted to mitigate the risk of the interviews becoming unstructured. In this study a total of 10 interviews were conducted in a semi-structured manner. The interviews were conducted with individuals all in the ages between 17 and 21 and were conducted either in Stockholm at various places or in Linköping. When choosing the locations for the interviews, the aim was to find a suitable and quiet environment in order to exclude any form of distractions and external influences. The aim was to be two interviewers present during the interviews and only one interviewee being interviewed at one time. All the interviews were recorded and later transcribed for our own benefit and for increasing the validity and reliability.
The 10 interviewees have been given fictional names in order to provide a more personal presentation of the data while simultaneously providing confidentiality to the interview respondents, the names are the following; (R1) Hillary, (R2) Bill, (R3) George, (R4) Ronald, (R5) Barack, (R6) Jimmy, (R7) Richard, (R8) Michelle, (R9) John, and (R10) Franklin.
3.3.4 Triangulation
The concept of using two different research methods when collecting data is referred to as triangulation (Bryman and Bell, 2011). By conducting a study or, more precisely, when collecting data using two collection methods, researchers could examine the research problem and field of research from more than one perspective and angle by gathering data from several instances. The main purpose of using triangulation is to increase the reliability and validity of the empirical findings - to enhance the ability to be confident when presenting the findings (Ibid). This definition of triangulation supports the choice of conducting our study using two data collection methods. We aimed to use the more in-depth and elaborate data collection from the interviews to help explain the data collection from the survey as it provided more of an overview and mapping of the targeted population.
3.3.5 Operationalization
Operationalization in research refers to the forming of measurements, e.g. questions in an interview guide, in relation to concepts, e.g. concepts used in theory (Bryman and Bell, 2011). The process of operationalizing a study provides a basis and structure for data collection and the structure of the analysis of the empirical findings in relation to theory (Ibid). Regarding operationalization, its importance is derived from the aspect of developing relevant questions that is connected to theory that the research can obtain valuable answers from (Jacobson and Furgerson, 2012). In this study, the operationalization has been conducted in accordance with the previous explanation. Hence, questions have been developed and arranged in relation to relevant concepts. The division of concepts and related questions are presented in the figure below (Table 1).
Table 1: Division of concept and related questions (Own model, 2019)
Concept Questions
Survey
Questions Interview
Description
Background questions 1-4 1-4 These questions helped describe the respondents and made sure that they represented the targeted population. The questions that were asked was regarding age, gender, occupation and in which city the respondent lived.
Consumer Behaviour 5-6 & 9-10
5-14 These questions helped to map the consumer behaviour of the respondents and also helped us to understand how the respondents were influenced by marketing in general.
Communication Channels
11-13 15-29
These questions helped us to understand how the respondents reacted to marketing in different communication channels in general.
Traditional marketing and Social media marketing
7-8 30-34 These questions helped us understand how the respondents reacted to marketing in particular communication channels and additional information that was of use for mapping behaviour towards marketing.
Concluding questions N/A 35-37 These questions helped to make sure that the respondents had the opportunity to answer properly. These questions also provides the opportunity for summary and additional comments. In addition, these questions made sure that the respondents were aware of the purpose of the interview.
3.4 Sample
A sample is a subset of a larger population and is used to provide an accurate representation of a larger population (Czaja and Blair, 2014). As we wanted to research and examine Generation Z, individuals within this generation were targeted for the data collection to answer our research question. Considering the size of the population, we performed a non-profitability sampling, or more specifically, a convenience sampling where we limited our study to individuals born between 1997 to 2003.
For the findings to be generalizable, it was important that when collecting answers from the targeted sample group to find a representation and to avoid any potential bias. To
mitigate potential errors when we gathered data through a survey, we performed a pilot-study, prior to sending out the actual questionnaire. This allowed us to identify and correct potential defects. There were several reasoning for limiting our study to individuals born between 1997 and 2003, the first being that individuals born between these years are likely becoming an increasingly important sub-group for marketers as they are entering or are already a part of the marketplace. In addition, the aspect of the formative years provided for more interesting findings and enhanced the relevancy of this study in regard to building on theory and for managerial implications as well. Thus, we chose to limit our study to the selected individuals.
Regarding sampling of the individuals participating in the interview, the convenience sampling method was used in order to select participants for our interview. The participants for the interviews consisted of people in our surrounding that fitted in to our defined criteria, meaning individuals born between 1997 and 2003.
3.5 Reliability and Validity of data collection
When conducting a study, or more precisely, collecting data, it is of importance that the answers and information gathered are reliable (Bell, 2010). The reliability of the data collection is regarding the production of answers and if the production will have the same result every time, e.g. if time and environment affect the result or not (Ibid). Another important factor regarding data collection, connected to reliability, is validity (Ibid). Validity concerns the aspect of how the data collection is structured and if that structure will examine and measure what the researchers have stated and is supposed to examine and measure (Ibid). The concept of validity concerns the forming of conclusions and answers to the research question(s). Meaning that the data collection should be considered as valid for having answered the research problem and/or building on theory and if the gathered data “Do measure or characterize what the authors claim, and that the
interpretations do follow from them” (Bell, 2010, p. 120).
Regarding this study, the reliability was affected poorly since we investigated a generation, meaning that the same generation as of today will probably answer differently in the future when being asked the same questions. Although, from another perspective, since this was a cross-sectional designed study, the reliability was heightened due to that
we examined cases and variables at one exact period. Furthermore, the validity of this research increased due to the operationalization we conducted, meaning that we were aware of the relationship between measurements and concepts hence, providing input also to theory as we collected data.
3.6 Ethics
When a researcher is to collect data when conducting a study, whether it is regarding the form of interviews, observations, surveys and so on, he or she should be transparent in the sense of stating exactly why the study is conducted, for what purpose the data is being collected and for whom (Bell, 2010). Regarding data collection, the concept of consent is therefore of importance and a mutual level of understanding and participation between e.g. an interviewer and interviewee is arguably something to strive for when conducting any sort of research (Ibid). Furthermore, there are four criteria for deciding if the research is ethical or not that were created by Diener and Crandall (1978), namely; “whether there
is harm to participants, whether there is a lack of informed consent, whether there is an invasion of privacy, whether deception is involved” (Bryman and Bell, 2011, p. 128). It
is argued that these four criteria form somewhat of a guideline of how to conduct a study that is perceived as ethical or, as a study that is following general ethical guidelines/principles (Bryman and Bell, 2011). This study followed the guidelines regarding ethics and therefore, our research did neither cause harm, lacked consent, invaded any sort of privacy nor deceived any of the involved individuals. We also made sure that the respondents were aware of the purpose behind the questions they answered and we presented information about the study in general. Moreover, before each interview, we thoroughly explained what we would do with the collected data and how personal information would be kept confidential. This was to ensure the respondents and interviewees that the information gathered was to be used for research purposes only so that they were confident and comfortable in sharing their own experience and provide thorough and sincere inputs.
3.7 Method of data analysis
The performed research and data collection generates an extensive amount of data, consisting of survey answers and interview transcripts that need to be interpreted and analysed (Bryman and Bell, 2011). Merriam and Tisdell (2016) argue that the process of
collecting and analysing data is a simultaneous process and is characterized as recursive and dynamic. Thus, it is of significance that the analysis process starts early (Merriam and Tisdell, 2016). To mitigate the risks of becoming overwhelmed with data and transcripts to analyse, we analysed, categorized and wrote memos continuously throughout the data collection process. To further facilitate the process of analysing the data, we coded the data, which involved the process of “assigning some soft of shorthand
designation to various aspects of your data” (Merriam and Tisdell, 2016, P. 199).
When we analysed the gathered data, we used the grounded theory as a framework that consists of categories, properties, and hypothesis acting as the conceptual links between the different categories and properties. In its purest form, the theory involves constant comparing of the collected data (Merriam and Tisdell, 2016). There were twelve steps to follow; formulation of a general research question, the construction of sample groups, collection of data, coding of data, constant comparison of data, saturation of categories, exploration of relationships among categories, further collection of data through theoretical sampling, additional saturation of categories, testing of hypothesis, and finally collection and analysis of data in other settings (Bryman and Bell, 2011). Note that we used the grounded theory more as a framework, rather than meticulously following the theory and the twelve steps. This method of data analysis correlated well with the abductive research approach since it enabled and was structured as puzzle-building. As we also stated when discussing the research approach to this study, this reflects the arguments for using puzzle-building to obtain value from the data collection.
3.8 Conclusion of research method
To conclude this chapter, these methods were chosen for several reasons. Primarily, these methods were selected in order for us to collect and conduct an as thorough and comprehensive analysis as possible and in order for us to answer the stated research question. These methods in particular also allowed us to conduct a study generalizable and relevant for persons of interest, including marketing departments and marketers as well as it builds on theory.
Table 2: Conclusion of method (Own model, 2019)
Cross-sectional design
Review of earlier research, interview, and survey (Data collection process) Triangulation
Non-profitability sampling Reliability and validity Ethics
4. Empirical findings
In this chapter we will present the responses gathered from the conducted surveys and interviews, which will be divided to the following headlines; consumer behaviour, advertising, traditional communication channels, social media communication channels, the specific communication channels, and concluding questions.
4.1 Survey
4.1.1 Background findings
As a starting point, a total of 70 individuals, all part of Generation Z, answered the survey. Among the respondents of the survey, a vast majority were males (74% compared to 26 % females). The spread among the respondents was greater regarding the age of the respondents, although the majority of them were born in 1998 (31%) and 1997 (30%). Furthermore, the remaining birth years included in this study was a combined total of 39% with a rather equal spread. In addition, when the respondents were asked which city they are from, 84% answered that they were from Stockholm. The remaining 16% of the respondents were spread across the country.
4.1.2 Consumer Behaviour
Regarding if the respondents shop online and how often they do so, the majority of them stated that they do it either once a month (41%) or never (36%). Similar results were generated from the question of if the respondents shop offline and how often they do so where 57% answered once a month and 24% answered that they never shop offline. In contrast, none of the respondents answered that they shop either online or offline more than five times a month.
Regarding how important it is for the respondents to have heard about the brand prior to purchase, 47% of the respondents answered that it is important, whereas solely 3% answered that it was not important at all. Regarding the importance of having prior knowledge of a brand, 51% answered that it is important whereas 3% of the respondents considered it not important at all.
